TY - GEN
T1 - Children's exposure to mobile in-app advertising
T2 - 2013 ASE/IEEE Int. Conf. on Social Computing, SocialCom 2013, the 2013 ASE/IEEE Int. Conf. on Big Data, BigData 2013, the 2013 Int. Conf. on Economic Computing, EconCom 2013, the 2013 PASSAT 2013, and the 2013 ASE/IEEE Int. Conf. on BioMedCom 2013
AU - Chen, Ying
AU - Zhu, Sencun
AU - Xu, Heng
AU - Zhou, Yilu
PY - 2013
Y1 - 2013
N2 - There is a rising concern among parents that mobile advertisements may contain violent and sexual content even when the app itself is safe for children. Because mobile advertisements are not controlled by the content rating of apps, unexpected objectionable contents may occur and be harmful to children's mental health. This study is the first to explore the content appropriateness of the in-app advertisements on mobile devices from children's online safety perspective. We find in-app advertisements are common in the free apps designed for children on smart platforms. Experimental results show that a large percent of the in-app advertisements carry inappropriate contents for children. Unfortunately, neither mobile platforms nor advertising networks provide maturity policies to restrict the content appropriateness of the in-app advertisements. This research suggests that these challenges cannot easily be tackled by one entity. Instead, advertisement providers, advertising networks, app developers, and mobile platforms should collaborate in developing policies and mechanisms to monitor the content appropriateness of the in-app advertisements.
AB - There is a rising concern among parents that mobile advertisements may contain violent and sexual content even when the app itself is safe for children. Because mobile advertisements are not controlled by the content rating of apps, unexpected objectionable contents may occur and be harmful to children's mental health. This study is the first to explore the content appropriateness of the in-app advertisements on mobile devices from children's online safety perspective. We find in-app advertisements are common in the free apps designed for children on smart platforms. Experimental results show that a large percent of the in-app advertisements carry inappropriate contents for children. Unfortunately, neither mobile platforms nor advertising networks provide maturity policies to restrict the content appropriateness of the in-app advertisements. This research suggests that these challenges cannot easily be tackled by one entity. Instead, advertisement providers, advertising networks, app developers, and mobile platforms should collaborate in developing policies and mechanisms to monitor the content appropriateness of the in-app advertisements.
UR - http://www.scopus.com/inward/record.url?scp=84893630091&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84893630091&partnerID=8YFLogxK
U2 - 10.1109/SocialCom.2013.36
DO - 10.1109/SocialCom.2013.36
M3 - Conference contribution
AN - SCOPUS:84893630091
SN - 9780769551371
T3 - Proceedings - SocialCom/PASSAT/BigData/EconCom/BioMedCom 2013
SP - 196
EP - 203
BT - Proceedings - SocialCom/PASSAT/BigData/EconCom/BioMedCom 2013
Y2 - 8 September 2013 through 14 September 2013
ER -
